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Building Electronic Community Through Social Media

Learn the best strategies for leveraging these modern and extremely popular forms of rapid communication to raise awareness of your brand. ©2016

Matteo Wyllyamz

on 20 October 2017

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Transcript of Building Electronic Community Through Social Media

Pages over 400 likes are 'throttled' to as low as
3% to 5% of potential audience.

EdgeRank is a product of ...

User Affinity

Weight (type of post media, varies per person)
Plain Text (including "notes")

Decay - chronological recency

Engagement: Shares, comments, and likes
(in this order)
Strategies for creating
effective content

Electronic Community
Social Media

Getting started
Introductions & Interviews
-customizing this course
In less than one minute …

Can you succinctly define what it is you do, why you do it, and what sets you apart from others?

Try thinking in terms of "I help people ..."
Workshop schedule:
One session of 1.5 hours
with a very short break half-way through.
How to have
A great workshop
What does it mean to be? ...
Why do it?
A generational paradigm shift?
Jaded consumers
Completely ignore most advertising
Less & less traditional media in the home
Use the internet constantly

So how do traditional marketing assumptions apply?
What should you do about? ...
How do you create ...
How do you provide? ...
What is? ...
of your organization?
Have fun!
"Status updates" or "wall posts"
Shelf life of posts: 24-48+ hours
Posts virtually unlimited in size (63,206 characters)
Now the worlds largest photo sharing app
Supports uploads of photos, videos
Calendar events, live chat, and private messaging
Linking outside of Fb is penalized?
Searchability is not a focus.
User base becoming older
A better tool to reach locals (100,000 users)
Don’t use SM for the wrong reasons.
This is not traditional marketing/advertising.
Start conversations. Create community.
Be friendly, ask questions.
Find ways to engage your audience.
Nurture relationships.
Remember the idea of "networking"?
Not expensive, but requires
some time, interest, and passion.
Continually experiment and take note of what
gets the strongest reactions from people.
Putting your brand in front of your audience ceaselessly
Don’t let ‘em forget about you for a single day!
Help customers visualize/imagine what’s going on.
Recreate the experience of being there.
Describe products in detail. "Sell the sizzle."
Pics and/or movies are more effective than words.
Always reference (link to) more extensive materials.
Post music or videos.
Why should anyone follow/friend you?
Assume people aren't interested, and then
surprise them by being interesting.

IE: Share *valueable* information
Hours, parking, busyness, events, specials,
deals, coupons, alerts …
Rebroadcast valuable info.
Make The Story bigger than yourself.
Become an expert source of news in your
particular niche.
Survey your customers. People want to be validated.
The timing of broadcasts is important.
When will they see your message?
When are people at their computers?
At work? At home? At leisure? ...
Does weather affect your biz?
When are people hungry?
When are they making plans?
What’s happening in town?
Consider time zones.

You *can* schedule your posts. ...
Who do you want to follow you?
Who should you follow?

Follow customers,
both existing & potential.
Follow your competitors.
Follow your colleagues/peers.
Follow industry experts.

Don't fall into the narrow assumption that following is only for the purpose of creating a curated, useful feed of information.

Connections can also be trials/introductions.
A love/hate relationship
Usually personal. Limit 5000 friends.
Posts appear in friends' home feeds.
You can send friend requests.
You can invite people to events.
Cannot Inbox-message all.
Subject to the EdgeRank algorithm.
Apps. Limited SEO.

Intended for "fans," with no limit.
You can have multiple (unlimited?) pages.
Posts appear in a separate "Pages Feed."
You can Inbox-message all.
Subject to the EdgeRank algorithm +throttlling
Apps. SEO crawled.

"Club"-like, with many settings to control access. "Open," "Closed," or "Secret."
Posts do not appear on members' home feeds.
Send inbox messages to entire group.
Limit 5000 to send group messages.
No apps. SEO crawled.

>>For more, Google:
"Facebook profiles vs. pages. vs. groups"
Use social media posts as a way to TELL YOUR STORY, whether it be through text, links, images, or videos.

When you are more CANDID & HONEST in sharing your experiences, more of your audience will connect with you on a human level.

Relationships create a COMMUNITY.

MEMBERS OF OUR COMMUNITY are most often the ones who help us achieve our goals.

Find a way to HAVE FUN with all of this, or you're not likely to succeed.

BE REALISTIC in your evaluation of this approach as a marketing tool to increase business. Set goals. Be creative.

DEFINE LIMITS. Plan how much time you'll devote each day.

MONITOR other brands you admire, and ANALYZE their approach. Which of their posts generate the greatest response?

Get in touch if you need more help!
You're a Producer.

It's about your following more than who you follow.

You make posts & provide content.

You post links, articles, videos ...

You share, teach, answer questions, retweet, & network.
You're a Consumer.

It's all about who you follow.

You scan posts & digest content.

You follow links, peruse articles, watch videos ...

You learn, discover, ask questions, retweet, & network
How to get more likers on your page
Post the page to your personal feed.
"Suggest to Friends" feature
Send out a mass email.
Use a Facebook "vanity URL."
Add page URL to profile info.
Like button on website and/or blog
Create a custom cover for the page
with an excellent avatar.
Put your Fb page URL on traditional marketing media:
Biz cards, posters, advertisements, etc.
Turn existing customers into fans with signage.
Purchase Fb advertising.
Email newsletter
Email / message board signatures
Create and host a Facebook event.
Create a Facebook "deal."
Hold a Groupon-esque membership drive.
Invite your Twitter followers.

Numbers do not matter as much as *engagement.*
Always remain focused on your business goals.
IE: How to write posts that leverage networks for social media marketing
understanding social media
Also to consider...

Understanding the feeds
My Profile >> "Microblogging" - All the tweets you post

Home >> Tweets from everyone you follow

@Notifications >> All interactions with your account

Messages >> Private hidden tweets between you & others
Lists >> Feeds based on manually curated specific users
#Discover >> Trending topics, #hashtags, and searches

Highlights >> Curated summaries of current trends & events

scroll wheel = zoom in or out. also: click to zoom. drag to scroll. down arrow = zoom out. or use pop-up controls.
Post your Twitter to your Facebook.
Send out a mass email.
Tweet button on website and/or blog
Create a custom background and cover
for the page with an excellent avatar.
Put your Tw URL on traditional media:
Biz cards, posters, and advertisements.
Turn existing customers into followers.
Email / message board signatures
Create and host a Tweetup
Hold a Groupon-esque membership drive.

Numbers do not matter as much as *engagement.*
How to get more followers
"social timing"
"drip marketing"
How do we make sense of it all?!
How can you use Social Media for? ...
Remember that Internet media isn't just about broadcasting; it's also about *learning*.

The power of SM is in its SEARCHABILITY.
Learn about your community, customers,
competitors, and peers …
Remember, it's called social *networking*.
Save your searches.
Use and follow #hashtags.
Be geocentric.
Facebook's 'EdgeRank'
censorship algorithm
(Or, learning to think like the Zuckerberg)
with Matteo Wyllyamz

Software instructor since 1993, with an emphasis on multimedia, graphic design, and Internet development.

Created courses for Jefferson County Adult Ed, Colorado Christian University, Productivity Point, Colorado Free University, Tompkins Cortland Community College, and the Department of Defense.

Taught Apple Macintosh classes exclusively for five years, and have been active on the Internet since 1994.
University Director of Interactive Media for two years ('97-'99). Took that site from 10,000 visits/month to 70,000 visits/month.

Blogged for seven years. ('99-'05). Developed an audience of 800,000. Taught Photoshop, Illustrator, Flash, Dreamweaver, HTML, and CSS.

TODAY: Internet marketing consultant, coach, analyst, and strategist. BA in professional writing. Daily Twitter reach 100,000 people for 1,500,000 impressions.
FAST! The shelf life of posts is only 15 mins to a few hours.
The 140 character limit comes from 160 char text messages.
Basically invented @mentions and #hashtags.
Supports links, images, Vine videos, and live Periscope.
Instagram image embeds are not supported.
New algorithm is similar to Facebook. (March 2016)
Anonymous accounts are ok. Known for "trolling."

"Twitter cards"
Each tweet is a self-contained entity with a unique URL.
Tweets can be embedded in HTML websites.
Tweets can preview content 'inline' like Facebook.

SEARCHABILITY is a BIG strength.
The user base tends to be younger and more specialized.
Facebook promoted posts aside, Twitter is a better tool for outreach.

Smaller audiences can equal less competition:
20,000 locals vs. 100,000 on Facebook
social media
To get more followers, likers, likes,comments, favorites,etc. practice:
ie: You get back what you put out there.
Facebook's monthly active user base
now totals 1.6 billion worldwide
EXAMPLE: Facebook chronological decay rate
< You're lost.
You're bored. >
You're thrilled!

Please set cell phones to silent or turn off.
Class is part discussion, part lecture, part hands-on.
PARTICIPATE! But write down & hold your questions.
Take notes, and do the reading.
Be considerate of others’ ability levels.
A cooperative learning environment, we're here to learn
from each other.
Class was designed for a specific level of student:
The beginning Social Media marketer.
Who follows you?
How many are talking to you?
Do they respond to your questions?
Do you get retweeted/shared, liked, commented on?
Remember factors of ten: 1000 / 100 / 10 / 1
Pay attention to metrics
Who actually comes through your door?
Who actually spends money?
Create a tracking mechanism of your own design.
Note that this class is not called "How to use Facebook or Twitter."

We are here to discuss how *marketing* (brand awareness) is enhanced by leveraging such tools.
This is a meta-level conversation to discuss leveraging content strategy in the context of Internet technology & culture with the intent of raising public awareness of your brand.
Certain types of media will resonate better with your audience, and even particular users.

Facebook keeps track of this, and you should too.
The relationship between any two entities on Facebook, scored by the frequency and positivity of their interactions
The longer a post sits on Facebook,
the less likely it will be to appear in users' feeds.
How popular is your post?

The more people interact with it via likes, reactions, comments, and shares, the more highly it will be ranked, and the more people will see it.

As you can see, this creates a snowball effect or a "positive feedback loop."
If you are seeing organic reach in the neighborhood of 20-50%, you are doing well.
Some content will naturally create affinity:
Funny, profound, relatable, outrageous, controversial, sexy ...
These posts are valuable for this fact alone.
Try out different types of content on a regular basis, and make observations as to how they do.
Create a formula for the form & content of posts that do the best, and begin using more of them.
Self-promotional content, on the other hand, tends to drain affinity, but is obviously necessary. Decide on a ratio of earning to spending.
Experiment with posting on different days of the week and at different times of day. Make notes on the patterns you recognize, and then work to recreate your successes.
Can you imagine the lives of the people who follow you?
When are they most likely to have the spare time to look at their screens?
Ask for opinions.
Conduct polls, take votes.
Start debates. Stir the pot.

Finally, are you there to cultivate the interaction that comes after you post?
Or is your audience large enough that this interaction happens automatically between your followers?
What is it about certain posts that causes people to feel they HAVE TO share with others?
Can you create such memes yourself or plug your ideas, events, products, services into existing/bigger ideas?
Avoid cross-posting with third-party apps/services such as Hootsuite, Buffer, Twitter, LinkedIn, or even Instagram.

Prefer to type your writing directly into Facebook rather than copying & pasting from another source.

Keep in mind that Facebook can "read" your pictures, and it prefers that you not overdo it with text in your images. (The 20% Rule)

Facebook will even adjust the 'edge' of a post depending on the content of the responses it receives. EG: "Congratulations!"

Finally, affinity can be affected by your interactions with other users, such as private messages or comments on their posts, IF they end up responding to you.

User AFFINITY is like the currency of Facebook.
You've got to earn it in order to spend it.
Some posts have greater WEIGHT than others.
You should be able to observe which is which.
Time DECAY may be the most obvious variable.
Literally, the first 10 min can make or break your post.
ENGAGEMENT is key to your posts' visibility.
Work intentionally at cultivating more interaction.
Additional Tips & Strategies
What chaos!
Page throttling means that Facebook has become a pay-to-play system:

If gaming the algorithm is not your speed, you can just spend your way onto people's feeds.

The technical details here are somewhat inconsequential due to Facebook's ever-shifting nature as living software.

First & foremost, it is absolutely key to define your general and specific marketing goals:

Reach upgrades vs page/site promotion ads

What's the difference between Boost Posts and Promoted Posts?

The benefit of promoting a post (vs boosting it) is that you have more targeting, pricing, and bidding options.

Upgrading to the "Ads Manager"

Uploading a Facebook customer list

Surveying more advanced options ...
---- --

Remember the 20% text rule (including links) and here's a tool to help you:

GOALS: Out of the vague and into the specific:

"You need more page likes."
Getting new subscribers & deepening community brand awareness is legit.
Drive online store traffic
Unless you're making an offer, expect click-thru rates to be low.
Acquire new leads
How are you going to capture them?
Conversion pixel-tracking
Promoting an event
Are Facebook RSVPs valuable or counter-productive?


Broad “fans plus friends of fans” targeting
Target: Location, age, gender ...
And limited interests targeting
No placement or device targeting
(Desktop vs. Mobile vs. Column)
Can’t use custom audience or conversion
tracking features


Separate ads by age and gender
Target people who like your competitors
Separate ads by placement
(mobile, desktop; newsfeed, right column)
Create one ad for fans only, and another for
those who haven’t liked you yet
Explore Facebook’s demographics, interest
and behavior categories
Facebook's pay-to-play system:
If you can't get into the club, just pay off the bouncer.
Spent $40 to promote a Facebook post.
40,000 people 'saw' the post.
400 liked it.
40 click-thrus to site.
4 sales, $100 profit on each.
ROI: Earned $360.
Or here's another way of looking at it:
@Mentions vs @Replies vs .@Dots

Retweets & quote tweets

Replying to big tweets or yourself

Leveraging #Hashtags

The necessity of images & memes
Uploading Instagram photos with a URL

Scheduling tweets with Buffer et al
More efficient tweeting with bookmarklets

Native (built-in) Twitter statistics

Promoted tweets

Conventions & idiosyncrasies
2016: There are 310M monthly active users

A total of 1.3 billion accounts have been created

Of those, 44% made an account and left before ever sending a Tweet

Only 550 million people have ever sent a Tweet

500 million people visit the site each month without logging in

29.2% of US social media users are Twitter users

80% of active users access the site via mobile

208 is the average number of followers

391 million accounts have no followers at all

Katy Perry has the most followers, with over 87m

Journalists make up 24.6% of verified accounts

83% of the world’s leaders are on Twitter

79% of accounts are held outside of the U.S.

Twitter estimates 23m of its active users are actually bots
Full transcript